America is Getting Sicker, Younger: New Research from CMI Media Group Spotlights How Healthcare Brands Can Support Needs of Patients and Caregivers  

July 8, 2024

PHILADELPHIA, PA – Strategic media healthcare agency CMI Media Group, a WPP company (NYSE: WPP), has launched a report that highlights salient points from its extensive consumer-focused Media Vitals(TM) research. 

“Media Vitals 2024/25 Edition: What Patients Want and Need from Pharma” centers on key findings around the healthcare challenges and needs of US-based patients and caregivers. This includes how needs differ by generation, how they are influenced by social media and other media, and how they want to interact with healthcare brands. It includes a focus on consumers living longer but getting sicker younger, and the newer challenges impacting consumer health. This includes the complexities that come from being caregivers, both for loved ones and for themselves. It is overlayed with insights from CMI Media Group’s experts providing counsel on how to best support consumer needs, from the perspective of omnichannel marketing. 

Key findings include: 

  • Mental health is the therapeutic area most common among Millennials and Gen X and second most common among GenZ, making it a central area of focus. 28% of those surveyed say anxiety impacts them daily.   
  • Illness is impacting all generations. One in 3 of those surveyed are caregivers. Millennials have the highest incidence of this, with 58% who are caregivers. 41% of Millennials are both a patient themselves and a caregiver.   
  • Most of those polled still see their doctor as an important resource. Across all generations, 79% of respondents said they follow their healthcare provider’s direction “very often” or “always.”     
  • Many of those surveyed share they are influenced by ads they hear on podcasts and by social media influencers. And Millennials were most likely to respond that they have asked a doctor about a medication they heard about in an ad. 

In addition, a report focusing on CMI Media Group’s healthcare provider Media Vitals research will be launching next month, and research focusing on the global market as well as payor/hospitals will be available to CMI clients by fall. Media Vitals has been providing detailed guidance on pharma marketing efforts since 2013 and has become the premiere research tool for the industry’s leading healthcare marketers.  

To request a free copy of the report, healthcare clients can visit this link. CMI Media Group also offers qualified industry professionals a free subscription to its daily briefing The Scoop and other thought leadership by signing up at this link.  

About CMI Media Group 

CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com), is a full-service media agency focused solely on health, wellness, and pharmaceutical marketing. CMI Media Group’s core offerings include Audience Strategy, Planning, Development, and Insights; Data and Analytics; Buying and Investment; and Direct Response and Customer Experience. As the leading media resource for the world’s top healthcare companies, CMI Media Group brings together leading technology, data, and talent to deliver seamless capabilities for clients.  CMI Media Group has been recognized as a leader in DE&I, talent retention and employee development as well as one of the industry’s best places to work. To apply for a position within our teams visit https://www.cmimediagroup.com/careers